Управляя будущим. Дизайн-мышление: как думать иначе / Managing the Future. Design Thinking: how to think differently

| Издательский дом ДЕЛО |

Москва | 2022

Управляя будущим.  
Дизайн-мышление: 
как думать иначе/ 
Managing the Future.  
Design Thinking:  
how to think differently

Сборник докладов 
XV международной  
студенческой научно- 
практической  
конференции

Институт отраслевого менеджмента РАНХиГС

УДК 334
ББК 65.29
        У67

Управляя будущим. Дизайн-мышление: как думать иначе / Managing 
    the Future. Design Thinking: how to think differently: сборник докладов XV международной студенческой научно-практической конференции. —  М.: Издательский дом «Дело» РАНХиГС, 2022. — 238 с. — 
ISBN 978-5-85006-470-9

В настоящее издание вошли материалы XV международной студенческой научно-практической конференции «Управляя будущим. Дизайн-мышление: как думать иначе» (19 апреля 2022 г.).

Книга может быть рекомендована специалистам в области менед
жмента и управления, а также всем интересующимся современными 
подходами в области анализа и принятия решений.

УДК 334 
ББК  65.29

ISBN 978-5-85006-470-9

© ФГБОУ ВО «Российская академия народного хозяйства 
и государственной службы при Президенте Российской Федерации», 2022

     У67 

Содержание

I. ПЛЕНАРНАЯ ДИСКУССИЯ  . . . . . . . . . . . . . . . . . . . . . . . 

Minnigalieva R. / Миннигалиева Р.  
Customer Development. Service quality and customer satisfaction 
correlation  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

Khalezova S. N., Pochekaeva Y. A. / Халезова С. Н. Почекаева У. А.  
How Innovative Netflix is Selling Itself to the World  . . . . . . . . . . . . 

Харламова Т. А. / Kharlamova T. A.  
Дизайн-мышление в обучении иностранному языку  
в неязыковом вузе  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

II. CUSTOMER DEVELOPMENT В ИНДУСТРИИ 
ГОСТЕПРИИМСТВА  . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

Mamykina I., Matasova D. / Мамыкина И., Матасова Д.  
Design thinking in smart house technology  . . . . . . . . . . . . . . . . . 

Shasherina D., Potiakina A. / Шашерина Д., Потякина А.  
Bot-assistants as a method of identifying and satisfying  
the hotel guests needs  . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 

Ushakov A., Egorova V. / Ушаков А., Егорова В.  
Customer Service Improvement Strategy. Hotel Market New Reality  . . . 

Gladysheva V. / Гладышева В.  
Countryside eco-hotel: dream vacation for families and teenagers  . . . . 

Goloborodko V. / Голобородько В.  
The future of Baikal tourism. What do we have to do?  . . . . . . . . . . . .

Gorodilina P., Maksimchenko P. / Городилина П., Максимченко П. 
Development of the event industry in the postcovid period  . . . . . . . . 

Garbar A. / Гарбарь А.  
The impact pf the pandemic Covid‑19 on understanding pf the 
requirements of the events’ visitors in Russia  .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .

Semyonov E. / Семёнов Е.  
City branding: Global perspectives   .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .

Bozov A. / Бозов А.  
How design thinking influences the event management   .  .  .  .  .  .  .  .  .  .

Teplykh A. / Теплых А.  
Museums and design thinking  .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .

Yanina A. / Янина А.  
Design thinking approach in events organization during  
the pandemic period   .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .

Moskovskaya D. / Московская Д.  
How can smart hotels technology be used and what are its benefits?   .  .  .

Minazetdinova A. / Миназетдинова А.  
Meeting needs through the use of event trends   .  .  .  .  .  .  .  .  .  .  .  .  .  .  .

III . ДИЗАЙН-МЫШЛЕНИЕ В МАРКЕТИНГЕ .  
КАК ВЫЙТИ ЗА РАМКИ СТЕРЕОТИПОВ  
И СОЗДАТЬ ИННОВАЦИОННЫЙ ПРОДУКТ?   .  .  .  .  .  .  .  .  .  .  .  .  .

Borodenko E., Novichkova V. / Бороденко Е., Новичкова В.  
Design Thinking: the tried‑and‑true method to getting  
more customers  .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .   .

Sorokin T. / Сорокин Т.  
Design thinking in marketing —  development of innovative products   .  .

Chkhotua M., Borisova V. / Чхотуа М., Борисова В.  
Design Thinking in Marketing: success stories in the field   .  .  .  .  .  .  .  .  .

Slepysheva A. / Слепышева А.  
Art marketing and design thinking: opportunities and challenges   .  .  .  .

Mikushina A., Danilevich A. / Микушина А., Данилевич А.  
The importance of applying design thinking to the modern stage of 
technology   .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .  .

Zhuravleva M., Marchenko D. / Журавлева М., Марченко Д.  
Emotional labor in the business digitalization era                            

Leonteva Ya. / Леонтьева Я.  
Design thinking: the approach that makes IKEA successful                  

Nesynova T., Litvinov L. / Несынова Т., Литвинов Л.  
The analysis of design-thinking techniques for start-ups                    

Зернов Д., Быкова А. В. / Zernov D., Bykova A. V.  
К вопросу о дизайн-мышлении в маркетинге                              

IV  ДИЗАЙН В DEEPTECH: СОЗДАНИЕ ТЕХНОЛОГИЙ 
БУДУЩЕГО                                                                      

Pimkina A. / Пимкина А.  
The laws of the Deep Tech: Artificial intelligence  
and minimum waste —  trends in industrial design                            

Пышков Н. / Pyshkov N.  
Концепция подрывных инноваций: закономерности развития 
технологических корпораций                                                

Волкова Н. / Volkova N.  
Применение методов дизайн-мышления в курсе  
иностранного языка для специальных целей                              

Adzhem Ph., Vinogradova V. / Аджем Ф., Виноградова В.  
Design thinking in technologies of future                                      

Shapovalova A., Bachagaeva L. Zaporotskaya O. A. /  
Шаповалова А., Бачагаева Л., Запороцкая О. А.  
New technological solutions: using of drones for delivery                    

Sumaia M. Z., Tiutterina A. / Сумая М. З., Тюттерина А.  
Business idea: saving nature from the plastic disaster                        

Кондрашин Е., Волкова Н.С. / Kondrashin E., Volkova N.S  
Научная фантастика как инструмент дизайн-мышления:  
как изменится форма смартфона в будущем                                

I. Пленарная дискуссия

Customer Development. 
Service quality and 
customer satisfaction 
correlation 

Minnigalieva R. / Миннигалиева Р.,
2-year bachelor student / студентка 2 курса  
бакалавриата  
RANEPA / РАНХиГС при Президенте РФ

Научный руководитель: Фадеева А. Б.,
старший преподаватель ФГ ИОМ РАНХиГС

Abstract. This article explores the correlation between 
service quality and customer satisfaction, and what 
needs today’s guest have. It explores a SERQUAL model 
that helps to measure service quality of the hotel drawing on five key dimensions and therefore improve every aspect to fully meet customer’s needs. All five dimensions are examined in the article.

Key words: service quality, customer satisfaction, 

SERQUAL model, service quality dimensions.

Guests in the hospitality business are becoming increasingly in demand. Hotels should establish and exhibit a 
certain level of quality that fits the needs of their customers. Guests are always in high demand, but when 
it comes to the hospitality industry, the most important aspect to consider is the hotel’s service quality. Be

Управляя будущим. Дизайн-мышление: как думать иначе

8

cause service quality leads to customer satisfaction, good service quality strategy must be implemented [1]. Each service provided by the 
hotel will offer value and delight to their guests.

Anwar and Climis (2017) define service quality as a hotel’s capacity 

to meet the expectations of its guests [2]. Many researchers established 
a solid correlation between service quality and guest satisfaction. One 
of the most important and unique qualities of services is that they are 
a process rather than a thing. Because services are intangible, it is difficult for suppliers to uphold and consumers to measure them. Several studies have been conducted to identify the dimensions of service 
quality that contribute most prominently to the assessment of service quality. Distinguishing factors of service quality is critical since it 
will enable to assess, manage, and then improve customer service [3].

Parasuraman et al. (1985) provided five service quality characteris
tics that suit as a service quality field, from which SERVQUAL model elements were obtained [4]. SERVQUAL model is the model that is 
used for measuring service quality and customer satisfaction. It states 
that there is a positive correlation between customer satisfaction and 
five service quality dimensions.

One of the most essential service quality standards for each hotel on 

the market is physical appearance or “tangibles”. It stands for the state 
of equipment, facilities, personnel, the look of building and renovation, the cleanness of rooms and the clean and proper uniform used by 
the employees [5]. The problem with service quality as a hotel’s product is that it is impossible to touch or see it as any other goods. Therefore, tangibles consider the most significant element for the guest. It 
gives physical representation of the services that helps clients to assess the quality.

Another service dimension is responsiveness, in other words —  “a de
sire to help”. It relates to the organization’s preparedness to resolve 
issues that have arisen, as well as its readiness to deliver fast service. 
If the guest’s request is not responded to on time, it might turn into a 
complaint. Consequently, it is crucial to manage customers’ appeals, 
requests and questions immediately and consciously. It is also valid 
to mention that front-line employees, such as receptionists, waitresses, hostesses, and guest relations, must be well-trained and responsive to clients [6].

I. Пленарная дискуссия  

Reliability means that the company follows through on its promis
es, such as those regarding delivery, service supply, issue resolution, 
and pricing policy. Clients are more likely to collaborate with companies who follow through on their promises about service outcomes [7].

Empathy stands for caring and individualized attention that the 

company provides to its customers [8]. Many clients would be ready to 
pay extra for responsive employees, hotel staff who managed difficulties efficiently and were sensitive to guests’ demands had a major competitive edge. Empathy isn’t only a nice thing to show; it may also help 
generate more money [9].

Equally important to the above dimensions is assurance. The dem
onstration of the hotel’s trust- and money- worthiness is critical [10]. 
This aspect is especially important for services that customers perceive 
to be high-risk or for services where the outcome seems unknown to 
the client [11].

Customer satisfaction is something that is really important in to
day’s world. If a customer is disappointed, they will not return and will 
not purchase the service a second time. All of the things that the company undertakes to improve service quality can come to nothing if the 
consumer leaves the hotel unsatisfied [3].

Fulfilling consumer requests remains the most difficult challenges 

today, more than ever before. Kotler and Armstrong (2001) outlined the 
successful modern customer-oriented organization chart [12]. Customers are at the top of the chart, followed by front-line staff, who greet, 
meet, serve, and satisfy customers; third, middle management, whose 
responsibility is to support front-line employees so that they can provide the expected service quality; and finally, top management, who 
should support the middle management [13]. Therefore, putting guest 
first —  is the key to success in meeting customer needs.

Speed has become the most valued and new competitive advantage 

in many sectors. The product life cycle is being reduced from years to 
weeks as technology advances. Real-time responsiveness is anticipated 
24 hours a day, seven days a week. The consumer in the hospitality industry desires speed [14]. Consumers remain in control of their information since they have access to it at any time and from any location. 
The increasing use of the Internet to shop, make decisions, and purchase underscores the connection between speed and consumer satis

Управляя будущим. Дизайн-мышление: как думать иначе

10

faction and service expectations. Consumers are growing more savvy, 
with the gap between the professional seller and the informed consumer narrowing [15].

Taking all the above into account, it is easy to distinguish main 

guest satisfaction scores and their requests. To measure the service 
quality of the hotel and therefore customer satisfaction the management should pay attention to the responsiveness and empathy of their 
staff, the quality of tangibles, the reliability and assurance of the company itself. It also helps to identify areas for the improvement. The top 
priority for the hotel in order to meet customer needs consider to be 
putting guest first and the speed in solving technical issues, providing 
services and responding to every request.

References

1. Othman, B. J., Al-Kake, F., Diah, M. L. M., Othman, B., & Hasan, 

N. M. (2019). This study examines the antecedents and the effects of 
knowledge management and information technology in the manufacturing industry. International Journal of Psychosocial Rehabilitation, 
23(02).

2. Prabhu, M., Abdullah, N. N. & Mohan, M. G. (2019). An Empirical 

Study on the Satisfaction Level of National and International Tourists 
towards Natural Attractions in Kurdistan. African Journal of Hospitality, Tourism and Leisure, 8 (2).

3. Anwar, G., & Surarchith, N. K. (2015). Factors Affecting Shop
pers’ Behavior in Erbil. International Journal of Social Sciences & Educational Studies, 1(4).

4. Parasuraman A P., Zeithaml V. A., Berry L. L. (1985). A Conceptu
al Model of Service Quality and Its Implications for Future Research. 
Journal of Marketing.

5. Abdullah, M. S., Toycan, M., & Anwar, K. (2017). The cost read
iness of implementing e-learning. CUSTOS E AGRONEGOCIO ONLINE.

6. Anwar, K., & Qadir, G. H. A (2017). Study of the Relationship be
tween Work Engagement and Job Satisfaction in Private Companies in 
Kurdistan. International Journal of Advanced Engineering, Management and Science, 3(12), 239944.